Entain has launched a group of online television channels in Australia in a bid to boost engagement with punters.

Chief Executive Dean Shannon said the content model is a first for the global wagering giant. “Our ambition is to have wall-to-wall Australian and international racing broadcasts for customers and build a lot of bespoke content around that” Shannon said. “It’s a unique thing that we were doing in Australia.” Shannon declined to put a dollar figure on the size of the investment, but said it was “a serious amount of money”.

The media arm is broken into three areas: the live channels, digital media and broadcast (which includes a deal with racing.com), and long form video. Entain is working on two programs, a documentary on the history of the growth of Australian basketball and an entertainment series with three-time Melbourne Cup winner Glen Boss.

Entain’s television channels launched last week and are currently running races through the Ladbrokes and Neds apps. The company using its other digital content – commentary about trainers, horses and jockeys – to fill hours, but has plans to expand its offering into launch pre-race programs and live commentary. Production company NEP is working with Entain, and the group has broadcast deals in place with racing organisations across Victoria, South Australia, Queensland and New Zealand.